Marketing and Service Strategies Development Using Blue Ocean Strategy and System Dynamics

William Purba () and Hadi Sutanto Saragi
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William Purba: Del Institute of Technology, Enginering Management
Hadi Sutanto Saragi: Del Institute of Technology, Enginering Management

A chapter in Proceedings of the International Conference of Economics, Business, and Entrepreneur (ICEBE 2022), 2023, pp 406-414 from Springer

Abstract: Abstract The TB Silalahi Center Batak Museum is one of the cultural tourism objects in Toba Regency. However, along with the development of tourism around Lake Toba, there is competition between tourist objects. This study aims to determine the appropriate marketing and service strategies used. This study uses the blue ocean strategy to design a new strategy and SWOT analysis to identify the museum's external and internal factors. Then a dynamic system simulation is carried out on the strategic design. This research was carried out at the TB Silalahi Museum. From the results of the discussion that has been carried out, the strategies that need to be implemented are the strategy of cultural inhibitions, augmented reality, cosplay of Batak traditional clothes and special vehicles for visitors. In addition, it is also necessary to reduce the price of tickets, while the attributes that need to be improved are special promotions, comfort of the place, quality of service, human resources, and museum development funds.

Keywords: Marketing Strategy; Service Strategy; Blue Ocean Strategy; System Dynamics (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-2-38476-064-0_43

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DOI: 10.2991/978-2-38476-064-0_43

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